Livity created a brand for Tech City UK and their Digital Business Skills initiative, a programme of free, online courses designed to bridge the digital skills gap by equipping people with the commercial know-how to start their own digital business, and become more employable within the digital sector. Approached for our youth expertise and brand development, our solution was to design a co-created brand identity for the programme, that felt inclusive and relevant as the target demographic widened to include like-minded people of all ages.
Detailed audience insight gathering resulted in the segmentation of the audience in to 5 subsets by their different motivations. We then identified a collective mindset that centred on an overarching desire to take control of the future. We tested and refined the proposition at every stage of the design process, exploring a selection of routes before delivering a worked up brand identity, and recommendations to launch the programme via key digital channels.
Insight-led audience segmentation
New brand ID co-created and tested with 5 audience segments, including assets and brand guidelines
Full digital launch plan including relevant audience partners